St Luke’s creates G20 summit viral

EggSt Luke’s has created a viral online game for Fairtrade brand Divine Chocolate to tap into the interest generated by the G20 summit.

The summit in London, which begins on Thursday (April 2), is helping place the spotlight on global trade, and Divine is leveraging this publicity with a game to promote its Easter egg range.

Players can throw Divine chocolate eggs at US president Barack Obama, French president Nicolas Sarkozy, China president Hu Jintao, India Prime Minister Manmohan Singh and Gordon Brown. If the egg hits a target the leader eats it and the player can then forward the game to friends and send an email to the chosen leader about opening up fairer trade with Africa.

St Luke’s started seeding the game last week ahead of a rally in Hyde Park where issues such as fair trade were highlighted.

The viral is being promoted via print advertising in the national press with the headline “Keep Fair Trade on the G20 Summit Agenda” and the game URL

Divine is 45% owned by the Kuapa Kokoo farmers’ co-operative in Ghana and is 100% fair trade.


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